Brighton soar with £100m American Express renewal

August 12 – Premier League Brighton and Hove Albion have renewed their main sponsorship with American Express in a 12-year £100 million deal that includes the continuation of the naming rights to Brighton’s stadium as well as the financial services providers’ name on the front of the club shirt.

Headquartered in the UK in Brighton, American Express began in its partnership with the club in 2010 with the naming rights deal for the stadium. Shirt sponsorship began with the 2013/14 season.

The previous deal with Brighton which began when the club was in the Championship was reportedly worth £1.5 million a year. Brighton was promoted to the Premier League for the 2017/18 season and started its third campaign in the top flight this weekend with a 3-0 win over Watford.

The new deal will include all the club’s men’s, women’s development, youth, and disability teams as well as the American Express Elite Football Performance Centre, and the naming rights to the Women and Girls’ Football HQ currently under construction.

Charlotte Duerden, managing director of American Express in the UK, said: “We are extremely proud of the community programmes we’ve been involved in with Albion in the community over the years, and our continued partnership underscores our shared aspirations in the club’s future success and is a further demonstration of our commitment to the Brighton community.”

The club recently announced a three-year extension to its kit deal with Nike as well as a one-year extension to its sleeve patch sponsorship with JD Sports.

Speaking about the American Express deal, Paul Barber, Brighton & Hove Albion’s chief executive and deputy chairman, said: “We are thrilled to be extending our partnership with one of the world’s best-known and most respected companies.

“We believe the breadth and longevity of the partnership is unrivalled in the sporting world. American Express has been a long-standing, loyal and supportive partner for close to a decade already – and together we have been able to achieve so much for the Club’s supporters and the local community.

“The Company’s continued commitment to the Club and to our community reflects our shared long-term vision and demonstrates its belief in our approach and ambitions for the future.”

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